Creating value through customer partnership

 

In 2025, we worked even more closely with retailers to shape delivery experiences that feel smoother, smarter and more personal. One of the standout moments was AS Watson choosing to partner with us for another three years, a sign that our shared ambition and day-to-day performance genuinely make a difference. With familiar high-street names like Kruidvat, Trekpleister, and ICI PARIS XL in their portfolio, they count on our consistent operations and smart digital refinement, and open, proactive communication.

Consumer satisfaction drives customer value

At PostNL, we’ve seen time and again that a great delivery experience brings consumers back, not just to us but also to the retailer they ordered from. That’s why consumer satisfaction is one of our strongest differentiators. Our leading NPS, with consumers consistently rating us as their favourite deliverer, show the impact of keeping the end user front and centre. Across retailers of every 
size, we help create value in the moment that matters most: when a parcel reaches the doorstep. That means improving first-time delivery, offering clearer and more flexible delivery options, and supporting a seamless 
digital journey through the PostNL app, which in 2025 was used by more than nine million unique users.

Results?

Together, we fine-tune processes so parcels arrive when expected, and consumers enjoy a smooth online journey from checkout to delivery. For AS Watson, these continual improvements translate into greater customer satisfaction.

We want to grow together, with one goal: serving the customer even better.”

Judith Dumas,

Strategic Account Lead AS Watson

And while this happens at scale, it’s also highly personal. Take AS Watson: working closely together, they take the lead in managing delivery slots, using their insights into parcel flows, delivery preferences and peak patterns to plan capacity and spread volumes, in both numbers and sizes, more evenly across the week. This helps ensure orders arrive when people are actually at home, meaning fewer missed moments, 
fewer second attempts and a more relaxed experience for consumers, leading to 
greater customer and consumer value.

This approach of combining operational know-how, digital tools and practical data insights helps meet rising expectations and stay competitive in a fast-moving market. Whether we’re improving label quality, building dashboards that give webshops real-time visibility or advising on fulfilment choices, our aim stays the same: to unlock consumer value that fuels our customers’ success. And this is just one example of how smart collaboration turns everyday deliveries into meaningful wins.

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